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Archive for: Phoenix Marketing and Advertising Agency's SEO / SEM - White Papers

Keeping a brand ahead of the curve

June 2, 2016

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Strategic positioning and advertising that keeps a brand ahead of the curve


FabCom was hired to develop a comprehensive marketing, positioning, and branding strategy for a new outsourcing medical IT / business process management company being spun out of a $400MM company that now focuses primarily on science and engineering (S&E) and lab spaces.

This would be the genesis of an entirely new brand, including a new name. The name would have to deliver on the strategic positioning, not only effectively differentiating the client in their industry, but capitalizing on emerging trends to place them ahead of the curve, when it comes to relevance and the evolution of their arena, rather than back in the pack.

After a comprehensive 120-day process including input sessions with key client personnel to identify core issues and 360-degree drivers, and exhaustive primary and secondary research, and multiple layers of marketing business intelligence and creative consideration, the FabCom team presented its naming recommendation – a moniker using the acronym BPO – business process outsourcing.

At the time, the healthcare technology outsourcing market seemed to be going in various nomenclature directions including:

  • HIM (Healthcare Information Management)
  • HIS (Health Information Systems)
  • HIT (Healthcare Information Technology)
  • IT (Information Technology)
  • ITO (Information Technology Outsourcing)
  • ITS (Information Technology Systems)
  • KPO (Knowledge Process Outsourcing)

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Draw their Eyes to the Prize with Eye Tracking Technology

December 10, 2015

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FabCom’s integrated technology for eye tracking, and our deep experience in effective, compelling research, has allowed us to develop unique insights— and consistent successes—for our marketing and advertising clients. When combined with our proprietary, scientific process of NeuromarketologyTM, eye tracking studies allow us to definitively know your target audiences’ emotional connection points and relevant behaviors. This enables us to engineer web pages and other marketing communications that effectively connect brand attributes and powerfully influence desired actions in the most relevant manner for each target audience.

The empirical, heuristic results generated by eye tracking dispels bias which often skews results from research participants. Furthermore, we have found eye tracking to be more time and cost-effective when compared to other neurological research methods in evaluating websites and marketing materials.

Human vision functions in two ways. One, it transmits an image via the eye into the brain. Two, it tries to control both eyes, directing them to the most relevant location at a particular point in time. Eye tracking gives us access to both of these functions. It shows the image sent to the retina followed by the response, including the duration of response time and the path in which the eyes move from one location to another. We can also record data about blink frequency and pupil size, which indicate transitions in the cognitive load.

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Social Media Marketing: Formula for Success

November 30, 2015

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Social media marketing is an essential component of 21st century marketing and advertising, yet how it’s leveraged is critical. The keys to success are strategy serving as the roadmap, in-depth industry insight, creative content that’s highly shareable and a team of engaged professionals who intimately know how to yield the greatest power for organizations.

Power results from connections with industry influencers that help build a significant social following, amplified exposure and heightened brand recognition

Because social media channels are among the most powerful networking platforms available today, FabCom’s unique interactive strategic marketing approach dynamically integrates social media into all campaigns (where appropriate) and manages social platforms to build conversations, reciprocity and relationships with followers, friends and subscribers.

This approach is why the Phoenix marketing agency has seized the No. 2 position in social media marketing, according to The Phoenix Business Journal’s ranking of Social Media/Consulting Firms in the May 25, 2013 edition. And it’s contributed to FabCom’s industry-wide recognition as one of the 50 Most Innovative Companies in 2013 by Fast Company magazine and one of the top 10 Phoenix interactive marketing firms by the Phoenix Business Journal in 2012.

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The Bottom line on Lasting SEO Success

November 17, 2015

Social Media, SEO and Healthcare

December 29, 2014

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Healthcare SEO social media

Recent trends and the forecasting press are now leading us to believe that social media platforms will become the new aggregation and distribution point for personal healthcare information. This article will attempt to connect the emerging and converging points of social media, technology and personal health information.

Reference: http://ilink.me/Fool (http://www.fool.com/investing/general/2014/10/12/why-facebook-could-become-the-worlds-biggest-healt.aspx)

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SEO and PPC: the Cake or the Icing?

April 17, 2014

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For integrated marketing and advertising agencies and their online marketing centric clients, an online marketing strategy is the most important component of the holistic marketing approach. Yet when it comes to search engine marketing (SEM), the transitioning importance and the decision of investing resources in organic search results, or SEO, versus pay per click (PPC) advertisements, has yet to be clarified to most search engine marketing users. In order to paint a clearer picture of search engine marketing, one must think of SEM as cake. It is wise to focus the best ingredients on the batter, as this becomes the foundation of the recipe or SEM strategy. The icing is of course also a strong component, however it is merely a topping to what must become an efficient and scalable integrated marketing mix.

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Why FabCom?

May 21, 2012



FabCom is a fully integrated, strategic marketing, public relations and advertising rm with clients across the United States. Our marketing process is driven by strategy. The result is effective, high-impact marketing and advertising that costs less to implement because it has the focus and structure to penetrate the target market and motivate specific actions.

Our strategic, emotional approach to marketing, advertising, public relations, sales growth, and social media has enabled us to conceive and implement decades of highly successful national and regional campaigns. We know how to influence multi-dimensional audiences, and to take specific actions that will achieve quantifiable marketing goals. This ability and our high tech, high touch strategic approach provide the confidence which leads us to become the first major agency in the country to guarantee the results of marketing plans and campaigns that we develop. This lowers your risk and ensures your success.

Our role in the marketing process is to help drive your company from where it is today to where you would like it to be. That is, we take your corporate strategic plan, goals and objectives, and create a strategic marketing plan which will full that vision. We will help you prioritize and leverage your most pro table opportunities. Determining the specific marketing goals and objectives and helping to ll any gaps in your strategic plan will be our first step. We then take the best of business strategy, creative strategy, and new technology to help empower your teams to achieve success.

Our integrated marketing and advertising services include:

Branding and Positioning
Call Center Integration
Content Integration
Corporate Identity
Cross-Channel Integration
Dynamic Marketing Event/Environment Marketing Incentive Marketing
Marketing Business Intelligence Marketing Communications Marketing Research
Media Planning and Buying
Online Marketing
Public Relations
Real-Time Dashboard Reporting Relationship and Database Marketing Sales Force Automation
Sales Planning and Promotion SEO/SEM
Social Media
Strategic Marketing Planning Transaction and Trigger Marketing Video Production
Website Development

We are confident, based on our organization’s hybrid strategy process combined with our unique methodology, that we can help meet—and exceed—even the most ambitious goals of your management team. We will exploit the competition’s weaknesses and position your strengths utilizing strategies and tactics which will establish your competitive advantage.

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